{"id":5210,"date":"2023-12-14T08:44:48","date_gmt":"2023-12-14T03:44:48","guid":{"rendered":"https:\/\/www.ppcexpo.com\/blog\/?p=5210"},"modified":"2024-11-05T00:35:35","modified_gmt":"2024-11-04T19:35:35","slug":"adwords-smart-bidding","status":"publish","type":"post","link":"https:\/\/ppcexpo.com\/blog\/adwords-smart-bidding","title":{"rendered":"Should You Use Google Ads (AdWords) Smart Bidding?"},"content":{"rendered":"

It\u2019s easy to lose money in paid advertising. When you\u2019re getting used to things, you can make some simple mistakes. But even small mistakes can cost a lot, and if you\u2019re on a small budget that can soon put a dent in your ambitions.<\/p>\n

Thankfully, Google Ads has a few features that can help advertisers get to grips with their platform in a shorter space of time.<\/p>\n

One such weapon is AdWords smart bidding. <\/em><\/p>\n

\"adwords<\/div>\n

In this article, we\u2019ll find out what that is, and learn how you can use smart bidding to get more bang for your buck.<\/p>\n

What is AdWords Smart Bidding?<\/h2>\n

With machine learning now at the heart of Google, smart bidding takes a lot of the guesswork out of keyword bids. By considering millions of different factors, the platform makes automated bids, which are optimized for the best possible chance of conversion.<\/p>\n

There has been a lot of big changes to Google Ads<\/a> in the past year, many of which are setting the tone for the future of digital marketing. When it comes to bidding strategies, AdWords smart bidding may be one of the best.<\/p>\n

And there are lots of smart bidding strategies for you to experiment with\u2026<\/p>\n


\n\"google<\/a><\/div>\n

6 AdWords Smart Bidding Strategies<\/h2>\n

1.\u00a0 \u00a0Maximize Conversions<\/h3>\n

Tell Google to spend your budget each day while trying to generate the most conversions possible. The algorithm will then choose the cost-per-click (CPC) bids based on this goal.<\/p>\n

It\u2019s important to enable conversion tracking with this goal, otherwise, you could incur a lot of wasted spend. In any case, whether the cost per conversion is high or low, the daily budget will be exhausted.<\/p>\n

2.\u00a0 \u00a0Target CPA (Cost per Acquisition)<\/h3>\n

Conversions are great, but profitability is the end goal. By setting a target cost per conversion, Google will get conversions within your cost limit.<\/p>\n

Ensure conversion tracking is enabled, and it\u2019s also advised you have sufficient data for this strategy. About 30 conversions in the past month should be enough.<\/p>\n

3.\u00a0 \u00a0Target ROAS (Return on Ad Spend)<\/h3>\n

Similar to CPA bidding, this strategy predicts the target ROAS and adjusts your keyword bids accordingly. You can define the bid range with min and max limits, although this does restrict your freedom somewhat.<\/p>\n

It\u2019s a wise move to start off with a low ROAS before gradually increasing to boost your overall return on investment (ROI).<\/p>\n

4.\u00a0 \u00a0Maximize Clicks<\/h3>\n

With this strategy, Google will generate as many clicks as possible for you while spending the entire daily budget. This is a good one for brand awareness.<\/p>\n

Once again, you can set bid limits to add boundaries if you are on a tight budget. It\u2019s best to set a max CPC bid<\/a><\/span> and then monitor the average CPC. That way, you can look to optimize the strategy over time.<\/p>\n

5.\u00a0 \u00a0Target Impression Share<\/h3>\n

This is a recent addition to the selection, giving advertisers the option of setting the target impression share value. Google will then adjust your bids to achieve your goal.<\/p>\n

By setting the max bid limit, you will give the algorithm a better chance of predicting optimized bids, which will prevent any overspending.<\/p>\n

You can bid for several ad positions:<\/p>\n

    \n
  1. Absolute top of page<\/li>\n
  2. Top of page<\/li>\n
  3. Anywhere on the page<\/li>\n<\/ol>\n

    Depending on your preference, Google will predict keyword bids and then aims to achieve your target impression share.<\/p>\n

    \"ppc<\/a><\/div>\n

    6.\u00a0 \u00a0Cost per Thousand Viewable Impressions (vCPM)<\/h3>\n

    This is a display-only bidding strategy, which has been designed to allow advertisers to bid for impressions whenever their ad is displayed in a viewable space.<\/p>\n

    You might wonder, \u201cwhen is an ad viewable?\u201d<\/p>\n

    According to Google, the answer is:<\/p>\n